#ZevAsch #Marketing #SmallBusiness #Business #marketingdigital #marketingtips #marketingonline #marketingstrategy #marketing101#smallbusiness #smallbusinessowner #smallbusinesses #smallbusinesssaturday #smallbusinessowners #smallbusinesslove #smallbusinessmarketing #smallbusinesstips #smallbusinesslife #smallbusinesssupport #smallbusinessconsultant #smallbusinessweek
[00:00:00] Greg Mills: Our guest today learned his first business lesson as a young boy, watching the owner of a corner grocery store, his dad, cry when he didn't have a deli item for one of his customers. His dad rode his bicycle across town in blistering heat to buy the specialty item, went to the customers' apartment building, walked up to the fourth floor, delivered the order and refused to accept payment. For a man who worked over 16 hours a day to satisfy his customers, failing even one was emotionally devastating. That image has never left our guest. He eventually immigrated to the U S and graduated with a BS in Psychology from Purchase College and an MBA in Marketing from Pace University. Years later, our guests left the comfort of a high paying corporate marketing position to start his own marketing company, Ledaza Inc. as one of the ways he could honor the legacy of his dad's uncompromising devotion to customers. He believes that she can't consult on how to grow a business, unless you've actually worked for a small business and done it yourself over a long period of time. He's also the graduate marketing professor and director of innovation and entrepreneurship at Touro Colleges.
[00:01:12] Graduate School Of Business. He has written two books, Are You Sure About That? and he has a new book out now called How To Get The Most Out Of Marketing: An Action Plan For Small Business Owners.
[00:01:25] Without further ado, Zev Ash.
[00:01:29] Zev Asch: Hello, Greg. It's a pleasure being here and thanks for having me.
[00:01:34] Greg Mills: Well, thank you for being here, Zev! Now, can you take a few moments and fill in the gaps from that intro and bring us up to speed with where you're at now and what's going on in your world today.
[00:01:46] Zev Asch: Well, so one correction. I was a graduate marketing professor at Touro colleges, graduate school of business, and a director of innovation entrepreneurship. Last year I resigned from the teaching position and the school, really to dedicate myself to working and finishing the book.
[00:02:05] The book has been a labor of love for me. It's taken me three years to put it together. I thought I was ready to go and the world of self-publishing and I'm sure, some or many of the people in the audience, either wrote a book or contemplating writing a book. And I can tell you that self publishing, , is a universe onto itself.
[00:02:32] I did not learn enough when I published my first book and there were two editions. I over relied on a publisher and all kinds of promises, just handed it off and waited to be famous. And of course that didn't happen. So this time around, I immersed myself in the past six months in theuniverse of self publishing so that I could be an educated author and marketer as well.
[00:02:58] Interestingly, it is taking much longer than I anticipated. , The biggest delay was really deciding on a title for the book and the original title that I came up with was Marketing Mistakes. And it kind of haunted me. I know the universe of small business owners.
[00:03:21] I spent my entire career, 40 years, working in a corporate world and family owned businesses. The last stent, serving clients who are small and family owned businesses. My dad was a family owned business. I understand how business owners and entrepreneurs think. I get their DNA.
[00:03:41] And the thing that bothered me and I literally usedtolay awake at night, was I know business owners do not want anyone to tell them what they're doing wrong. There's enough people doing it. And so I didn't want to title a book that said Marketing Mistakes. I didn't want to poke them in the eye and say,you're making mistakes.
[00:04:00] I wanted to turn it into something that, is an action plan and a guide for them to actually do something positive, that can help them grow their business. It was literally three months of wrestling with different titles, and testing it and doing surveys. I have to say my biggest nemesis was my own son was a brilliant marketing guy, on his own.
